International Journal of Information, Business and Management, Vol. 6, No.

2, 2014

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(A Conceptual Review Paper)
Dr. Muhammad Tariq Khan
Head, Department of Management Sciences University of Haripur, Pakistan
tariq_phd_@yahoo.com

Abstract
Marketing mix is the most fundamental concept of marketing which is a set of controllable
marketing tools that a company uses to create a desired response in the targeted market. American
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also referred and known as the Four P's i.e. product, price, place of distribution, and promotion. These are
the primary ingredients of a marketing strategy, and as a means of translating marketing planning into
practice. McCarthy (1960) was first to suggest the four P's. Muala & Qurneh (2012) revealed that later on
researchers by adding three more elements have explained seven elements which are their 7Ps i.e. product,
price, place, promotion, Personnel, Process and. Physical Evidence. This study explains these 7Ps, which
are the elements of Marketing Mix.
Introduction
Marketing mix is the most fundamental concept of marketing. Riaz & Tanveer (n.d) referring
Kotler, Armstrong, Wong, & Saunders (2008) defined the marketing mix as: a set of controllable
marketing tools used by a company for creating a desired response in the targeted market. These elements
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also referred and known as the Four P's, which are marketing mix elements i.e., product (P-1), price (P-2),
place of distribution (P-3), and promotion (P-4). These are the primary ingredients of a marketing strategy,
and as a means of translating marketing planning into practice. McCarthy (1960) was first to suggest the
four P's. This study is to explain the elements of marketing mix in the light of literature.

Emergence of Marketing Mix

According to Rafiq & Ahmed (1995) Borden in 1965 claimed to be the first to have used the term

Marketing Mixbutt
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marketing program.

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ISSN 2076-9202